Weet-Bix celebrates the All Blacks

10 September 2019

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Sanitarium's own team are helping cheer on the men in black through rugby’s biggest tournament in a campaign created by Gemba NZ.

Sanitarium is showing its true colours - black - as the rugby’s biggest global event of the year gears up to take over the national conversation.

With the help of sports and entertainment agency, Gemba New Zealand, Weet-Bix is celebrating the All Blacks and all their fans, including the biggest fans at Sanitarium.

Nicknamed, the All Bix, the Sanitarium super fans are helping cheer on the men in black through rugby’s biggest tournament, and giving fans a chance to join in the chorus.

“In an enormously competitive space, with sponsor brands clamouring to get cut through, Sanitarium embraced the idea to take a different tack, focusing on the fans and putting their own team at the front of the campaign,” says Gabrielle Pritchard, general manager of Gemba.

This ongoing social campaign, Weet-Bix: Backing the All Blacks showcases the people behind the brand, including Sanitarium New Zealand general manager Rob Scoines, answering the call to arms from the All Blacks to #BACKBLACK.

“We loved the idea from Gemba to engage our staff in this campaign. It fits well with our values and meant we had a lot of creative freedom and fun putting the work together," Weet-Bix senior brand manager Jane Grayson says.

“We also didn’t have to look far to find our super supporters: everyone at Sanitarium is mad about the All Blacks. Gemba has done a great job bringing out the inherent star qualities in our All Bix team and bringing the idea to life.”

The campaign will continue throughout September and October, with All Black’s fans given a chance to join the cheers and win prizes from the Sanitarium team as fans eagerly follow the fortunes of one of New Zealand’s favourite teams.

Client: Sanitarium
Senior Brand Manager: Jane Grayson
Brand Manager: Channae Davies
Assistant Brand Manager: Millie Sinclair
Social & Digital Producer: Emma Weber
Agency: Gemba New Zealand

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